Words have immense power to influence the behaviour of others. 
Communication occurs in different languages to serve our purposes. In any communication, we use words apart from body language and other signals. In books and electronic books, it is words, graphs, data, and figures. 
The point is how to make our communication more effective and purpose-oriented. Most of the dialogues we easily remember. Why ? It was the right selection of words most appropriate for that occasion. They were supported by images most often. 
Words are the medium for expressing our feelings. Feelings are completely internal, but they are expressed in different ways by the people experiencing them in their own ways. 
All languages are rich in words. Further, words are the same, but their interpretation varies. When the selection of words is methodical, the opportunities for misinterpretation are limited. 
While speaking, we have to take full care to avoid ambiguity. In writing, we must be careful to convey, in our narration, what we feel. Words have the power to minimise stress and worries. Words repeated again and again ultimately change our dealings and influence the readers and listeners. 
Readers and viewers must pay adequate attention to the words they are listening to or viewing. A casual approach is just a waste of time and nothing more. 
The degree of negativity in our mental frame influences our selection of words. Repressing negative feelings is not good. But our reactive brain must not be allowed to cross the tolerance limits in general. We have to have the stock of words to say the truth without hurting the sentiments and egos of others. 
Learn the technique of saying a lot of things in few words.